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Chellomedia has entered into a strategic partnership with Trace Media Group to further grow the distribution of its sports entertainment and music channels in Central and Eastern Europe.

Under the terms of the deal, the Chello Central Europe subsidiary of theinternational content division of Liberty Global will distribute HD and SD versions of sports and music channels for the Budapest-based company who specialises in the production and distribution of thematic channels and TV content.

Commenting on the deal, Trace Sports’ CEO and SVP distribution, Laurent Dumeau, said: “Thanks to this strategic partnership with Chello Central Europe, the Trace Group will further pursue its development in key Central and Eastern European countries, one of the fastest growing markets in Europe for the pay-TV industry. Chello’s experience and expertise of pay-TV is sure to bolster the success of Trace channels in the region.”

Levente Málnay, CEO Chello Central Europe added: “The Trace Group covers a broad range of successful programming with immense international appeal and is a welcome addition to our increasing and diverse portfolio. Chello’s team is experienced in launching, localising and distributing international sports and music channels to the leading platforms across Central & Eastern Europe and we are looking forward to working and growing business together.”